His professional career began in 1972, at RTVE's Programmes Department. From 1979, he was Director and Coordinator of Programmes and Broadcasting at the Basque Country, Madrid and Balearic Islands centres, managing the latter centre in 1988. From 1992, he assumed the Sales Management of RTVE's Regional Centres. In 1993, he was appointed Assistant Commercial Director.

In 1996, he occupied the post of RTVE’s Commercial Area Director, being responsible for advertising sales, rights and other products, reorganising the commercial structure and creating commercial unity in America (International Signal Sales and Product Sales). In 1999, he was appointed Commercial Managing Director of RTVE, assuming the responsibility for the RTVE Group’s sales revenues.

In 2002, he became the Commercial Director of Antena 3 Televisión and, in 2005, the Director General of Atres Advertising, S.L.U., converting and consolidating the Group’s Advertising Department into the marketing leader in the Spanish television business.